Red Lands Roses, established in 1996 by Isabelle Spindler has risen to global prominence not only for producing exquisite roses but also for leading by example in sustainability, women’s empowerment, and innovation in floriculture.
With an over 27-hectare farm at an altitude of 2,000 meters above sea level, Red Lands Roses represents a powerful success story of blending tradition and modernity, care for people, and care for the environment.
Sustainability at the Core of Operations
Red Lands Roses operates on non-arable land, making its impact all the more remarkable. Through the use of hydroponic systems in hi-tech greenhouses, the farm has transformed rose cultivation into a sustainable venture. The farm employs innovative methods to minimize waste and protect the environment, recycling a good portion of irrigation water and nutrients to prevent leaching into underground water streams. The planting substrate used is murrum, a red rocky material that is excavated from the farm’s surroundings. This allows the farm to produce high-quality roses while conserving valuable resources.
Red Lands Roses has been carbon neutral since 2020, and its ambitious sustainability goals aim for zero carbon emissions by 2026. The company achieves this through meticulous carbon footprint management, balancing both emissions and sequestrations. Solar energy partially powers the farm, reducing reliance on non-renewable energy sources, and trees are planted regularly to help absorb carbon dioxide. The small remaining carbon footprint is offset by purchasing carbon credits in independent forestry projects. The company believes that by 2026, it will fully manage its carbon footprint through internal business activities, making it a leader in environmental responsibility within the floriculture sector.
The farm’s commitment to sustainability extends to its rigorous testing of new rose varieties.
Before introducing any new variety to the market, Red Lands Roses ensures that the flowers meet stringent environmental and quality standards.
This innovative approach not only positions the company as a leader in sustainability but also helps maintain its reputation for producing some of the world’s finest luxury and premium garden roses, which are highly sought after in global markets.
Excellence in Rose Production
Red Lands Roses has established itself as a top producer of premium garden and spray roses, specializing in delivering high-quality flowers to a discerning international clientele. The company is particularly well-known for its spray roses, which have earned a reputation among clients as “Haute Couture Roses” due to their exceptional beauty and quality.
To ensure that only the best roses reach the market, Red Lands Roses implements a meticulous post-harvest process. The roses are first pre-cooled to remove heat from the greenhouses and then processed in the pack house, where every flower undergoes a stringent grading process. Graders assess each rose’s quality based on various factors such as stem length, flower condition, and potential pest or disease presence. Stems that meet the high standards are sorted by length, with the longest stems exceeding 80 centimeters.
During the bunching process, workers meticulously arrange the flowers, ensuring that the leaves do not touch the water or preservatives, which could compromise the quality of the blooms. Each bunch is labeled with detailed tracking information, enabling the farm to trace every flower back to its greenhouse of origin. This process ensures complete transparency and accountability, allowing Red Lands Roses to maintain its high standards and avoid any quality issues during export.
The emphasis on quality control is reinforced by productivity targets set for the farm’s workers. To motivate employees and ensure that the flowers are processed swiftly to avoid dehydration, productivity is monitored at every stage of the post-harvest process. Employees who meet their targets are rewarded with bonuses, fostering a culture of excellence and efficiency across the farm.
Women at the Forefront of the Flower Industry
While Red Lands Roses is known for its environmental initiatives and premium roses, the farm is equally committed to empowering its employees particularly women. The Kenyan floriculture sector has long been male-dominated, but Red Lands Roses is helping to break the mold by fostering a workplace culture where women can thrive. Currently, approximately 55% of the company’s workforce is female, with women employed at all levels of the organization.
The farm’s efforts to create a supportive work environment for women extend beyond fair wages.
Red Lands Roses offers numerous benefits, including free daycare for employees’ children, school fee subsidies, medical care for entire families, bicycles for commuting, and prenatal care for pregnant employees. In addition, women working at Red Lands Roses receive regular health screenings for breast and cervical cancer.
A key initiative at Red Lands Roses is its Gender Committee, which provides a safe and confidential space for employees to air grievances, particularly domestic issues. The committee also works to raise awareness about the negative impacts of Female Genital Mutilation (FGM) and other harmful practices. Through partnerships with local communities, such as the Maasai Namaiyana community in Kajiado, the farm helps educate its workforce on these important issues. The company supports girls’ education within the Maasai community by purchasing and gifting Maasai bead necklaces, a symbolic gesture that reinforces the company’s commitment to social responsibility.
Red Lands Roses’ commitment to diversity, equity, and inclusion (DE&I) is not just lip service—it is deeply ingrained in the company’s culture. Employees speak of a fair and supportive workplace where women have equal opportunities for growth and advancement. The company’s DE&I efforts are reflected in the elevation of women into senior roles and the creation of a workplace where women’s contributions are valued and celebrated.
A Legacy of Women Leadership
Isabelle Spindler, the farm’s founder who was fondly referred to as “Mama” by her colleagues, is a true pioneer in the Kenyan floriculture sector. Since the farm’s inception, her vision was to produce roses with elegance and superb vase life, while building direct relationships with florists, wholesalers, and decorators worldwide. Her strategy has proven successful, as Red Lands Roses continues to supply top-quality roses to international markets.
Isabelle’s leadership has been instrumental in breaking the gender bias within the industry. Under her guidance, Red Lands Roses became a place where women were empowered to take on leadership roles and grow professionally. She instilled a culture of excellence and sustainability that permeates every aspect of the farm’s operations.
In 2021, Isabelle passed the leadership mantle to Disha Copreaux, who became the Chief Executive Officer of Red Lands Roses. Disha brought a fresh perspective to the company, embodying the idea that youth are the leaders of tomorrow. Her confidence, eloquence, and staunch advocacy for women’s empowerment have further strengthened Red Lands Roses’ reputation as a champion for gender equity. Under her leadership, the farm continues to thrive, offering high-quality roses to global customers while fostering a positive and inclusive work environment.
Disha has made it a priority to ensure that senior management remains accessible to all employees and that information flows transparently throughout the organization.
This open communication has fostered a constructive and supportive work environment where every employee feels valued and heard.
Disha’s leadership is a testament to the farm’s ongoing commitment to women’s empowerment and its vision for a more equitable future.
In conclusion, Red Lands Roses is not just a rose farm, it is a model for how businesses can operate sustainably while empowering their employees and creating a positive impact on the community. Through innovative agricultural practices, a commitment to sustainability, and a focus on women’s empowerment, Red Lands Roses has set itself apart as a leader in the floriculture industry.
As the farm continues to grow and innovate, it remains deeply rooted in its core values: producing high-quality roses with care for the environment and creating opportunities for women in an industry that has historically marginalized them.